Authors: E.M. (Eveline) van Zeeland – van der Holst
Trust is the birthplace of every social interaction. Therefore the concept of trust is studied by scholars from a broad diversity of academic fields. Industrial marketing is just one of those fields. However, one could argue that scholars within the field of industrial marketing are to some extent thinking within a big known box when studying trust, since they are predominantly influenced by the disciplines of Business, Management, Psychology, Economics and Sociology (a claim that is fleshed out by the results of an exploratory bibliometric research that is submitted in the Appendix of this paper). This results into a cognitive approach on the nature, development and role of trust. By introducing a neuroscientific perspective on distrust, trust and trust-building processes, this theoretical paper enriches the current literature stream on trust within the field of industrial marketing and highlights problems that would have otherwise been under-investigated. Specifically the neural difference between trust and distrust and the neural processes regarding the first impression effect when evaluating trustworthiness are discussed. Insights from neurobiology, such as the role of Oxytocin and Testosterone on trust, are shared as well. Furthermore, an evolution of the ‘trust-commitment’ relationship into a ‘trust-approach motivated behaviour’ relation is suggested and the neuroscientific insights are summarized in a conceptual framework which may guide future research on trust within the field of industrial marketing.
Journal: n.a. (n.a. – n.a.)
Web Address: n.a.
Publish Year: 2016
Conference: Poznan, Poland (2016)